bet365 replaces DraftKings as UFC's new U.S. and Canada betting partner
The Ultimate Fighting Championship (UFC) has named bet365 as its new Official Sports Betting Partner in the U.S. and Canada. The five-year deal replaces the previous agreement with DraftKings and begins at UFC 326 this weekend. The event features a lightweight rematch between Max Holloway and Charles Oliveira as the main attraction.
The partnership covers all UFC events, including numbered cards and Fight Nights. bet365 will integrate betting features into live broadcasts, such as on-screen tickers displaying real-time odds. Fans can expect fighter and bout intro odds, same-game parlay options, and a 50% profit boost token for UFC 326.
The UFC has faced recent scrutiny over gambling-related issues, including a bout cancellation due to suspicious betting activity. Despite this, the sport remains highly popular among bettors, particularly for in-play wagering and live odds engagement.
bet365's involvement aims to enhance the viewing experience by bringing scale, credibility, and new betting innovations. The company's technology will provide fans with more ways to engage during fights.
The deal marks a shift in the UFC's betting partnerships, with bet365 taking over from DraftKings. The agreement runs for five years and applies to all events in the U.S. and Canada. The first activation will take place at UFC 326, where bettors will have access to exclusive promotions and live odds updates.
